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Principal Expands Direct-to-Consumer IRA Offering

Today, Principal Financial Group® launched Principal® SimpleInvest, the company’s new digital advice program that provides retirement savers with access to personalized investment advice online as well as guidance from financial professionals. This complements Principal’s lineup of retirement offerings for consumers and brings an additional option to those who want a more digital experience.

Principal® SimpleInvest uses mutual funds and ETFs managed by Principal Global Investors as well as the trading services of RobustWealth® – a digital wealth management firm acquired by Principal in 2018. Together they bring roughly 69,000 different portfolios that combines both active and passive investments to investors with a minimum of $1,000 to invest.

“Our focus at Principal is on helping people save enough now to have enough for their future, and digital solutions are just one more way we can do that,” said Mamadou Sow, Head of Direct to Consumer at Principal®. “Principal® SimpleInvest combines very sophisticated technology with a human connection intended to offer meaningful financial guidance to help people – at any place in their savings journey – save enough for their future needs.”

The program was first offered as an IRA rollover option for former Principal 401(k) plan participants. It’s the latest Principal offering building on the firm’s goal of improving retirement outcomes for all, following its acquisition of Wells Fargo’s retirement business earlier this year.

Key features include: digital, personalized investment portfolio creation and management; financial guidance with a team of advice and planning consultants; and access to financial wellness courses/tools. Principal® SimpleInvest accounts are professionally managed, pairing financial technology with a team of investment adviser representatives who can assist with portfolio questions.

“Principal® SimpleInvest was built for our customers who want choices, experiences and personalized investment advice that meets them where they are, as well as technology that helps their portfolio stay aligned with their financial goals,” added Sow.

Principal® SimpleInvest is a digital platform available to customers online with chat and phone support options available.

About Principal®
Principal helps people and companies around the world build, protect and advance their financial well-being through retirement, insurance and asset management solutions that fit their lives. Our employees are passionate about helping clients of all income and portfolio sizes achieve their goals – offering innovative ideas, investment expertise and real-life solutions to make financial progress possible. To find out more, visit us at

The number of possible portfolios takes into account the amount of time in the model and the amount of risk score combinations.

Principal® SimpleInvest is a discretionary investment advisory program that offers diversified investment portfolios for a fee. Principal® SimpleInvest is sponsored and managed by Principal Advised Services, LLC, which consults with Principal Global Investors, LLC in the creation of the portfolios and the selection of the underlying portfolio investments. Trading and execution services provided by RobustWealth, Inc. Principal Advised Services, LLC, Principal Global Investors, LLC, and RobustWealth, Inc. are members of the Principal Financial Group®. Brokerage and custodial services provided by Apex Clearing Corporation, member FINRA, NYSE and SIPC. Apex Clearing Corporation is not affiliated with any member of the Principal Financial Group®. Principal® SimpleInvest portfolios are comprised primarily of Principal® products, including affiliated mutual funds and ETFs.

Please refer to the Form ADV for Principal Advised Services, LLC and other applicable disclosures and agreements for important information about Principal® SimpleInvest and its services, fees and related conflicts of interest. All investments have inherent risks. Investing in Principal® SimpleInvest portfolios does not guarantee profit or protect against loss.

Principal, Principal and symbol design, Principal Financial Group, RobustWealth, and RobustWealth logos are trademarks and service marks of Principal Financial Services, Inc., a member of the Principal Financial Group®, Des Moines, IA 50392.


Media Contact:
Hillary Carlson,, (515) 878-1460

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